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Analyzing the Concept of Loyalty: A Four-Dimensional Relationship with the Brand
Customer loyalty is a broad, multidimensional concept that encompasses behaviors and attitudes that favor a certain brand, retailer, or player over the competition (Castaldo, 2024; Belli et al., 2022; Watson et al., 2015). It follows then that to fully grasp the nature of customer loyalty, we need to analyze both behavioral dimensions, such as repeat purchases, and attitudinal dimensions, which include ...
The Strategic Power of Customer Relationships: Leveraging Loyalty to Create Value
Companies need to manage their customer base according to loyalty-based logic, focused on building and maintaining loyal relationships that stand the test of time. This reality has long been underscored by the shift from transactional to relationship marketing. The digital revolution has fueled and accelerated this transition, redefining the structure and competitive mechanisms of many industries ...
How to Gain Maximum Trust
We are experiencing a period of tremendous economic and social uncertainty, marked by international political tensions and stagnant consumption. Despite a slowdown in inflation, rising consumer prices over the past three years have eroded household purchasing power, already under pressure from high energy costs and rising financing costs. In this unpredictable environment, characterized by instability ...
The TCC Model: Turning Data Into Competitive Advantage
TCC is a company that specializes in creating loyalty programs and innovative marketing solutions to help companies build lasting and meaningful relationships with their customers. With an international presence, the company has been a reference partner for many retailers for over thirty years, combining innovation and operational excellence. TCC's mission is to create value through effective loyalty ...
Godfather Marketing: A New Approach with Risks and Rewards
According to the prevailing academic definition, the strategic goal of marketing is to "create value" for both the firm and consumers (cf. Gundlach and Wilkie, 2009), where "value" is understood as something that is objectively beneficial to both parties. However, it could be argued that the ultimate purpose of firms is to sell products, while for consumers it is to fulfill their needs – needs that ...